Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Get Your Online Content   Under Control:  Content Strategy  For The Public Sector Gov 2.0 Expo | May 25, 2010 8.21.2009 |
<ul><li>Meghan Casey </li></ul><ul><li>Content Strategist, Brain Traffic </li></ul><ul><li>Now who might you be? </li></ul...
 
<ul><li>WHAT IS CONTENT? </li></ul>
<ul><li>WHAT IS CONTENT? </li></ul>
<ul><li>WHAT IS CONTENT? </li></ul>I say funny stuff.
<ul><li>WHAT IS CONTENT? </li></ul>You’re a nice lady. And I love you.  But, you need to be quiet now. Informative Instruc...
ONLINE CONTENT IS:  Text
ONLINE CONTENT IS:  Text
ONLINE CONTENT IS:  Text
ONLINE CONTENT IS:  Text
ONLINE CONTENT IS:  Text
ONLINE CONTENT IS:  Text
ONLINE CONTENT IS:  Text
ONLINE CONTENT IS:  Text
ONLINE CONTENT IS:  Text
ONLINE CONTENT IS:  Video and animation Text
ONLINE CONTENT IS:  Video and animation Text  Images
ONLINE CONTENT IS:  Video and animation Audio Text  Images
<ul><li>A plan for obtaining a specific goal  </li></ul><ul><li>or result. </li></ul><ul><li>WHAT IS A  STRATEGY ? </li></ul>
<ul><li>Provides clarity  </li></ul><ul><li>Leads to informed recommendations  </li></ul><ul><li>Facilitates smart decisio...
<ul><li>The practice for the   creation ,  delivery , and  governance  of  content people care about .  </li></ul><ul><li>...
<ul><li>Four key components: </li></ul><ul><li>Substance </li></ul><ul><li>Structure </li></ul><ul><li>Workflow </li></ul>...
<ul><li>Ensures content is: </li></ul><ul><li>Useful </li></ul><ul><li>Usable </li></ul><ul><li>Purposeful </li></ul><ul><...
<ul><li>NOT JUST … </li></ul><ul><ul><li>What </li></ul></ul>
<ul><li>BUT … </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Why </li></ul></ul><ul><ul><li>How </li></ul></ul><ul>...
<ul><li>Q:  Why Content Strategy? </li></ul><ul><li>A: They Come For The Content. </li></ul>
“ <ul><li>The single most important thing most websites can offer to their users is content that those users will find val...
“ …  the heart of government websites is accomplishing the mission. —  WebContent.gov
 
 
 
 
Um, has anyone thought about the content?
IMPACT OF 11 th -HOUR CONTENT <ul><li>Rework  </li></ul><ul><li>Delayed timelines </li></ul><ul><li>Budget drains </li></u...
 
 
 
 
 
 
 
<ul><li>THESE TIPS GO TO ELEVEN </li></ul>
<ul><li>Control Your Content: Tip #1 </li></ul><ul><li>Write your rally cry. </li></ul>We need content strategy because …
<ul><li>We need content strategy because rewriting content that could be reused is costing us money. </li></ul><ul><li>- M...
<ul><li>Control Your Content: Tip #2 </li></ul><ul><li>Find out what you have. </li></ul><ul><li>Conduct a website audit: ...
<ul><li>What is it about? </li></ul><ul><li>Where does it live? </li></ul><ul><li>When do you use it? </li></ul><ul><li>Wh...
10.06.2009 |  DON’T FORGET THE PEOPLE
<ul><li>Control Your Content: Tip #3 </li></ul><ul><li>Start a conversation. </li></ul>Ask: If you could change one thing ...
<ul><li>Control Your Content: Tip #5 </li></ul><ul><li>Define your core purpose. </li></ul>Our website exists to …
<ul><li>But, First Ask … </li></ul>
<ul><li>WHAT DO YOU WANT TO ACHIEVE? </li></ul><ul><li>Business Goals </li></ul><ul><li>Website Objectives </li></ul><ul><...
<ul><li>Anytown USA, Animal Care & Control </li></ul>Business Goal Increase operational efficiency of pet licensing unit. ...
<ul><li>Brand guidelines </li></ul><ul><li>Existing content </li></ul><ul><li>Stakeholders </li></ul><ul><li>Technology </...
<ul><li>Control Your Content: Tip #5 </li></ul><ul><li>Become a profiler. </li></ul>Determine: Who are your target users? ...
YOU
YOU USERS’ BRAINS
<ul><li>NOW … What’s Your Core Purpose? </li></ul>The Anytown USA’s Animal Care and Control Department website exists to m...
<ul><li>Control Your Content: Tip #6 </li></ul><ul><li>Make a wish list. </li></ul>Then … rank it: Supports business  goal...
Create dog selector tool Improve online licensing  process Launch live chat for customer service Create interactive dog fr...
 
<ul><li>Control Your Content: Tip #7 </li></ul><ul><li>Set your content compass. </li></ul>What story should your website ...
 
 
 
<ul><li>Control Your Content: Tip #8 </li></ul><ul><li>Diagnose and Fix. </li></ul><ul><li>Analyze for: </li></ul><ul><li>...
 
<ul><li>Frequently visited pages </li></ul><ul><li>Ineffective calls to action </li></ul><ul><li>Pages with high bounce ra...
<ul><li>Control Your Content: Tip #9 </li></ul><ul><li>Get your gavel. </li></ul><ul><li>Establish governance by: </li></u...
 
I’m out of date. No one likes me. I’m new here. Sorry, I was wrong.
<ul><li>Control Your Content: Tip #10 </li></ul><ul><li>Plan for changes. </li></ul>JJJJ 1 second 10 seconds 2 minutes
Reactive Proactive
<ul><li>Control Your Content: Tip #11 </li></ul><ul><li>Put it on the calendar. </li></ul>An editorial calendar helps you:...
 
<ul><li>Questions? </li></ul>
<ul><li>e [email_address] </li></ul><ul><li>w  www.braintraffic.com </li></ul><ul><li>t @meghscase </li></ul><ul><li>THANK...
Upcoming SlideShare
Loading in …5
×

Gov 2 0 may_25_2010_

993 views

Published on

Content Strategy: Getting Your Online Content Under Control

Published in: Education, Technology
  • Be the first to comment

  • Be the first to like this

Gov 2 0 may_25_2010_

  1. 1. Get Your Online Content Under Control: Content Strategy For The Public Sector Gov 2.0 Expo | May 25, 2010 8.21.2009 |
  2. 2. <ul><li>Meghan Casey </li></ul><ul><li>Content Strategist, Brain Traffic </li></ul><ul><li>Now who might you be? </li></ul><ul><li>INTRODUCTIONS </li></ul>
  3. 4. <ul><li>WHAT IS CONTENT? </li></ul>
  4. 5. <ul><li>WHAT IS CONTENT? </li></ul>
  5. 6. <ul><li>WHAT IS CONTENT? </li></ul>I say funny stuff.
  6. 7. <ul><li>WHAT IS CONTENT? </li></ul>You’re a nice lady. And I love you. But, you need to be quiet now. Informative Instructional Entertaining Source: My dad
  7. 8. ONLINE CONTENT IS: Text
  8. 9. ONLINE CONTENT IS: Text
  9. 10. ONLINE CONTENT IS: Text
  10. 11. ONLINE CONTENT IS: Text
  11. 12. ONLINE CONTENT IS: Text
  12. 13. ONLINE CONTENT IS: Text
  13. 14. ONLINE CONTENT IS: Text
  14. 15. ONLINE CONTENT IS: Text
  15. 16. ONLINE CONTENT IS: Text
  16. 17. ONLINE CONTENT IS: Video and animation Text
  17. 18. ONLINE CONTENT IS: Video and animation Text Images
  18. 19. ONLINE CONTENT IS: Video and animation Audio Text Images
  19. 20. <ul><li>A plan for obtaining a specific goal </li></ul><ul><li>or result. </li></ul><ul><li>WHAT IS A STRATEGY ? </li></ul>
  20. 21. <ul><li>Provides clarity </li></ul><ul><li>Leads to informed recommendations </li></ul><ul><li>Facilitates smart decision making </li></ul><ul><li>Documents the action plan </li></ul><ul><li>Guides implementation </li></ul><ul><li>WHAT DOES A STRATEGY DO ? </li></ul>
  21. 22. <ul><li>The practice for the creation , delivery , and governance of content people care about . </li></ul><ul><li>WHAT IS CONTENT STRATEGY? </li></ul>
  22. 23. <ul><li>Four key components: </li></ul><ul><li>Substance </li></ul><ul><li>Structure </li></ul><ul><li>Workflow </li></ul><ul><li>Governance </li></ul><ul><li>WHAT IS CONTENT STRATEGY? </li></ul>Content People
  23. 24. <ul><li>Ensures content is: </li></ul><ul><li>Useful </li></ul><ul><li>Usable </li></ul><ul><li>Purposeful </li></ul><ul><li>Profitable </li></ul><ul><li>WHAT DOES CONTENT STRATEGY DO ? </li></ul>User benefits Business benefits
  24. 25. <ul><li>NOT JUST … </li></ul><ul><ul><li>What </li></ul></ul>
  25. 26. <ul><li>BUT … </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Why </li></ul></ul><ul><ul><li>How </li></ul></ul><ul><ul><li>For whom </li></ul></ul><ul><ul><li>By whom </li></ul></ul><ul><ul><li>With what </li></ul></ul><ul><ul><li>When </li></ul></ul><ul><ul><li>Where </li></ul></ul><ul><ul><li>How often </li></ul></ul><ul><ul><li>What next </li></ul></ul>
  26. 27. <ul><li>Q: Why Content Strategy? </li></ul><ul><li>A: They Come For The Content. </li></ul>
  27. 28. “ <ul><li>The single most important thing most websites can offer to their users is content that those users will find valuable. </li></ul><ul><li>— The Elements of User Experience </li></ul><ul><li>Jesse James Garrett </li></ul>
  28. 29. “ … the heart of government websites is accomplishing the mission. — WebContent.gov
  29. 34. Um, has anyone thought about the content?
  30. 35. IMPACT OF 11 th -HOUR CONTENT <ul><li>Rework </li></ul><ul><li>Delayed timelines </li></ul><ul><li>Budget drains </li></ul><ul><li>Bad content </li></ul><ul><li>Bad usability </li></ul><ul><li>Frustrated stakeholders </li></ul><ul><li>Stressed employees </li></ul><ul><li>Unhappy users </li></ul><ul><li>Unsuccessful project </li></ul>
  31. 43. <ul><li>THESE TIPS GO TO ELEVEN </li></ul>
  32. 44. <ul><li>Control Your Content: Tip #1 </li></ul><ul><li>Write your rally cry. </li></ul>We need content strategy because …
  33. 45. <ul><li>We need content strategy because rewriting content that could be reused is costing us money. </li></ul><ul><li>- Matthew Rocki, Bottomline Technologies </li></ul>We need content strategy because we have a ton of useful information, but the people who need it can’t find it. - Anne Condon, OptumHealth Financial Services
  34. 46. <ul><li>Control Your Content: Tip #2 </li></ul><ul><li>Find out what you have. </li></ul><ul><li>Conduct a website audit: </li></ul><ul><li>Page IDs </li></ul><ul><li>Page titles </li></ul><ul><li>URLs </li></ul><ul><li>Related content </li></ul><ul><li>Update history </li></ul><ul><li>Ownership </li></ul><ul><li>Relevant notes </li></ul>
  35. 47. <ul><li>What is it about? </li></ul><ul><li>Where does it live? </li></ul><ul><li>When do you use it? </li></ul><ul><li>Who is it for? </li></ul><ul><li>Why did you create it? </li></ul><ul><li>How does it all fit together? </li></ul><ul><li>COMMUNICATIONS ECOSYSTEM </li></ul>
  36. 48. 10.06.2009 | DON’T FORGET THE PEOPLE
  37. 49. <ul><li>Control Your Content: Tip #3 </li></ul><ul><li>Start a conversation. </li></ul>Ask: If you could change one thing about the website, what would it be? What are your challenges or pain points related to our website? How could the website help our organization and users better? What’s the most frequent comment you hear about our website?
  38. 50. <ul><li>Control Your Content: Tip #5 </li></ul><ul><li>Define your core purpose. </li></ul>Our website exists to …
  39. 51. <ul><li>But, First Ask … </li></ul>
  40. 52. <ul><li>WHAT DO YOU WANT TO ACHIEVE? </li></ul><ul><li>Business Goals </li></ul><ul><li>Website Objectives </li></ul><ul><li>Success Factors </li></ul>
  41. 53. <ul><li>Anytown USA, Animal Care & Control </li></ul>Business Goal Increase operational efficiency of pet licensing unit. <ul><li>Related Website Objectives </li></ul><ul><li>Provide easy-to-find and easy-to-understand information about pet licenses. </li></ul><ul><li>Make it easy to apply for licenses online. </li></ul><ul><li>Associated Success Factors </li></ul><ul><li>Reduction in customer service calls and emails about pet licensing </li></ul><ul><li>Increase in online pet license applications </li></ul>
  42. 54. <ul><li>Brand guidelines </li></ul><ul><li>Existing content </li></ul><ul><li>Stakeholders </li></ul><ul><li>Technology </li></ul><ul><li>Resources </li></ul><ul><li>Requirements </li></ul><ul><li>WHAT IMPACTS YOUR CONTENT? </li></ul><ul><li>Site analytics </li></ul><ul><li>Users </li></ul><ul><li>Competitors </li></ul><ul><li>Trends </li></ul><ul><li>External influencers </li></ul>
  43. 55. <ul><li>Control Your Content: Tip #5 </li></ul><ul><li>Become a profiler. </li></ul>Determine: Who are your target users? What do they know about you? How do they find you? What do you know about them? What do they come to the site to do? What content will interest them most? What happens if they don’t find or do what they came for?
  44. 56. YOU
  45. 57. YOU USERS’ BRAINS
  46. 58. <ul><li>NOW … What’s Your Core Purpose? </li></ul>The Anytown USA’s Animal Care and Control Department website exists to make the community safe for residents and pets.
  47. 59. <ul><li>Control Your Content: Tip #6 </li></ul><ul><li>Make a wish list. </li></ul>Then … rank it: Supports business goal? Helps achieve website objective? Fills a user need? Have resources to support it? 1 = No 2 = Sorta 3 = Yes
  48. 60. Create dog selector tool Improve online licensing process Launch live chat for customer service Create interactive dog friendly establishment map User Need Business Goal Site Objective Resources 1 2 1 1 5 3 3 3 2 11 1 3 2 1 7 1 2 1 1 5
  49. 62. <ul><li>Control Your Content: Tip #7 </li></ul><ul><li>Set your content compass. </li></ul>What story should your website tell? 1 second 10 seconds 2 minutes
  50. 66. <ul><li>Control Your Content: Tip #8 </li></ul><ul><li>Diagnose and Fix. </li></ul><ul><li>Analyze for: </li></ul><ul><li>Business objective </li></ul><ul><li>Target audience </li></ul><ul><li>Message clarity </li></ul><ul><li>Content quality </li></ul><ul><li>Timeliness </li></ul><ul><li>Functional performance </li></ul><ul><li>Metrics </li></ul>
  51. 68. <ul><li>Frequently visited pages </li></ul><ul><li>Ineffective calls to action </li></ul><ul><li>Pages with high bounce rates </li></ul><ul><li>Drop off rates </li></ul><ul><li>Closely tied to success factors </li></ul>
  52. 69. <ul><li>Control Your Content: Tip #9 </li></ul><ul><li>Get your gavel. </li></ul><ul><li>Establish governance by: </li></ul><ul><li>Create tools </li></ul><ul><ul><li>Core purpose and charter </li></ul></ul><ul><ul><li>Guidelines </li></ul></ul><ul><ul><li>Workflow </li></ul></ul><ul><ul><li>Roles and responsibilities </li></ul></ul><ul><li>Communicate with stakeholders </li></ul><ul><ul><li>Get alignment </li></ul></ul><ul><ul><li>Check in regularly </li></ul></ul>1 second 2 minutes
  53. 71. I’m out of date. No one likes me. I’m new here. Sorry, I was wrong.
  54. 72. <ul><li>Control Your Content: Tip #10 </li></ul><ul><li>Plan for changes. </li></ul>JJJJ 1 second 10 seconds 2 minutes
  55. 73. Reactive Proactive
  56. 74. <ul><li>Control Your Content: Tip #11 </li></ul><ul><li>Put it on the calendar. </li></ul>An editorial calendar helps you: Integrate with other online and offline communications/campaigns Keep your content fresh and relevant Avoid embarrassing out-of-date content Demonstrate how much you’re doing Say no to errant content requests 2 minutes
  57. 76. <ul><li>Questions? </li></ul>
  58. 77. <ul><li>e [email_address] </li></ul><ul><li>w www.braintraffic.com </li></ul><ul><li>t @meghscase </li></ul><ul><li>THANKS. </li></ul>

×